How to add value to free available goods
(Further to the: Power of marketing: Selling free goods at a premium price)
The problem with both water on earth and information on the Internet is their abundance and being free: water is (almost) everywhere, and so is the information on the Internet.
Bottled water:
In the nineteenth century, natural springs needed to be carefully selected for their health effects and location (tourism).
In a next stage the water was bottled, marketed and sold at a premium price over municipal water.
Marketing: The perception of the added value of bottled water is mainly created by the marketing: “Health” “Cool”, not so much in the process and probably no tangible added value.
Internet information:
Nowadays, one could use all the data available on the Internet by selecting and shifting manually through the overwhelming amounts of information. This carries a cost and would be very impractical/impossible.
The automated process requires the information from the Internet to be selected, cleansed, aggregated, classified, categorized, sorted, and reformatted in order to be presented for being of any use.
This means there is value in the process in both cases:
- the added value of the bottled water
- the processed and well presented information.
Raw data is not usable (worthless) for people in business, especially in marketing or sales. The information needs to be ready for ‘consumption’, ready for use and interpretation.
Then it can be used in case of sales and marketing in the process of lead generation, lead qualification, lead nurturing and customer retention.
Marketing: Thus the processed Internet information should be marketed having a real value.
Real benefits can be marketed: “ready-to-use”, “to the point” information.
Define the benefits of your products or services and use them in your marketing message(s).
State them clearly.
More from LEADS Explorer
- How to get guaranteed interest for your products or company
- Four Ways to Sell To a CEO: Back to the future?
- Power of marketing: Selling free goods at a premium price
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